Comments on: The email newsletter

By: Alan Gutierrez

Alan Gutierrez — Tue, 17 Jan 2006 17:59:06 +0000

Alternative offerings for those who cannot afford a $4,000 suit…A coffee table book about suits. Suit porn.Ready made suits, expertly chosen.Cufflinks, tie clips, etc. Suit jewelry.Ties and shirts, orgainzed by suit color. Geranimals for men.Shoes, baby. Shoes, shoes, shoes.I’m sure you’re all over it Hugh, but maybe hearing it again…

By: AccMan Pro - Innovation for the professional accountant » Advice needed

AccMan Pro - Innovation for the professional accountant » Advice needed — Tue, 17 Jan 2006 01:32:53 +0000

[...] Advice needed

By: Dennis Howlett

Dennis Howlett — Tue, 17 Jan 2006 01:22:43 +0000

The newsletter can then address two audiences, without alienating anyone and allowing you to introduce yourselves to new or potentially new customers across a broader spread of products. The differentiation would come across through the newsletter and accompanying blog. Job done.

By: Dennis Howlett

Dennis Howlett — Tue, 17 Jan 2006 01:18:00 +0000

Gotcha. Still leaves the competitive issue, even around high quality shirts. But that might not work. Why would I buy a product of that kind unless I can match it to something in what would ‘feel’ like the price range? Personal preference I know but…An entirely off beat idea. Just as Thomas is subcontracting shirt manufacture, why not introduce a ‘limited’ made to measure range? That could allow you to kill two birds with one stone without sacrificing credibility as a master craftsman.

By: hugh macleod

hugh macleod — Tue, 17 Jan 2006 01:05:20 +0000

Ah. You misunderstood.We ‘re interested in ways in turning people who want to be English Cut customers, but (a) can’t afford our suits or (b) can’t justify to themselves paying that kind of money for a suit, into paying customers.We’re not going to make our suits any more affordable. In fact, we’ll probably do the opposite.So that leaves….?

By: Dennis Howlett

Dennis Howlett — Tue, 17 Jan 2006 00:54:12 +0000

Hang on. You were looking at the potential suit customers, but ones that can’t quite afford? Now you’re looking at shirts again? If that’s the case then it’s a different pitch altogether isn’t it? There has to be a really compelling case to bring these people in because there is significant competition. Pairing the shirts to the suits is great for existing – it is what satisfied customers of one product will tend to do. Classic x-selling. Bit of a perceptual difference methinks. Unless you can tap into the desire for a shirt in the same way you have for a suit. But by all means ask the question. It’s perfectly reasonable. I’d certainly test that theory.

By: hugh macleod

hugh macleod — Tue, 17 Jan 2006 00:47:23 +0000

A nice idea, but… we’ve already got all the suit customers we can handle. We’re even thinking of starting a waiting list.Shirts don’t cost as much, but methinks they scale better.

By: Dennis Howlett

Dennis Howlett — Tue, 17 Jan 2006 00:34:07 +0000

Sure – that’s reasonable. Since there is such a long lead time on suits, how about offering an instalment method of paying? It wouldn’t be that difficult to set up and administer and it would help keep Thomas on his toes, production wise. It would complement the shirt business which you could then more easily grow on the basis that the investment has been made easier. You could make the point that in effect, the cost is at an effective deferred rate of interest. An accountant’s term, but a selling point nonetheless. Perhaps. You decide.

By: hugh macleod

hugh macleod — Tue, 17 Jan 2006 00:25:57 +0000

A bigger issue to me is how to we accomodate the people who want to be customers but can’t afford our suits?Offering them shirts is the best idea I can think of., although of course there are supply issues with that. Other people get involved etc.

By: Dennis Howlett

Dennis Howlett — Tue, 17 Jan 2006 00:11:19 +0000

Indeed…and what about those who find the blog interesting but equally don’t have time to read it every day but who yet may become customers? The email newsletter is a reasonable half-way house…but I’d still like to see a sample.